Robin Budowski, expert wine enthusiasts dream of owning and running a vineyard for many years, and on 28 July 2003, he was closer than ever to the realization of their dreams. He was the finishing touches on a proposal for the acquisition of Ch Plateau d'Agel, real estate in Minervois region in south-west France. Property, undermanaged and located in one of the cheapest AOC wines will be turned on three dimensions: (1) improving the quality of wine, (2) support the reputation of the hotel's marketing campaigns, and (3) equipping it with the appropriate distribution channels. Ch Plateau d'Agel seemed an ideal candidate for redemption. But a number of issues had to be resolved prior to closing. How to structure a deal to Robin so as to have minimal impact taxes in France and even less exposure for their investors, mainly non-French Europeans? Net financial income wine properties are relatively modest, in particular, the risk-adjusted agribusiness operations. Thus, Robin had to go after passions investors, there are enthusiasts. These investors expected more "ownership" of the benefits of ownership of part of the vineyard. But how do you attract enthusiasts, in this case, wine lovers as investors? In other words, how do you maximize the investment in non-financial benefits package? "Hide
by Benoit Leleux, Isabelle Pigeaux Source: IMD 18 pages. Publication Date: February 11, 2008. Prod. #: IMD325-PDF-ENG
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